Picture sourced from campaign website: www.museuefemero.comAnother reason i love shortlists.
You get to browse through the gems that are overlooked
Often are, award winners get all the hype, but there are so many talk-worthy campaigns that you lose out so much if you just look through the winners
The above is for the campaign called the Pampero Run
Dubbed 'the world's first ephemeral museum'
Actually this is a big winner at Cannes
of course being creatives, we don't see the big deal cause it's not really an advertising idea per-se
but an idea's an idea
and in fact it's one of the top 10 campaigns across all media at Cannes according to The Big Won (google them)
Here's 10 reasons why:
1. it was cheap
2. it used innovative technology that was readily available to the public (ipod podcast)
3. graffiti in lisbon rocks
4. it captured the rebel spirit of the rum
5. it showed support to street culture, cultivating a following with young adults
6. it showed that alternative art is cool and should be appreciated. Strat-wise it's a brilliant soft sell with Pampero Rum, because it was an 'alternative' to conventional alcoholic choices of the target market
7. it integrates a 'street museum' with a website and ipod - a great display of 360 brand experience
8. it's a great way of using other people's art as part of your campaign, why limit your style to just your art director's
9. the copywriter just had to write the website copy (which probably nobody read) and spent more time on strat and conceptualisation.
10. the news generated, as with all great campaigns, spin-worthy. word on the street amongst the art community and young adults would've further perpetuated the campaign. Free additional PR coverage = awesome.
so there you go. 10 reasons the Pampero Run is the top 10 most awarded across the board at cannes campaign.
View the video here:
No comments:
Post a Comment